Onnit (or Onnit Labs, LLC) is a “health and wellness” company based in Austin, Texas.
Its founder, Aubrey Marcus, started the company in 2010. The brand states that its mission is “to inspire peak performance” with “unique products” that mix “bleeding-edge science, earth-grown nutrients and time-tested strategies”.
Onnit’s flagship product is Alpha BRAIN. This cognitive enhancer promoted by Joe Rogan – an actor, comedian, and podcast presenter. Rogan says that Alpha BRAIN makes him “fully charged” to the point where he doesn’t “want to do anything without it”. The nootropic has hundreds of positive reviews online.
Other supplements in Onnit’s range include New Mood (for mood and relaxation), and several “performance” and “support and vitality” products. The “Support & Vitality” line includes Total Human (“a reimagining of the daily multivitamin”), and ViruTech (“antioxidant support”). The “Performance” line features Shroom TECH Support (energy and endurance), along with more standard fare like beta-alanine and creatine.
All Onnit products are formulated and prepared in facilities that meet current Good Manufacturing Practices (cGMP). The Banned Substances Control Group (BSCG) has tested many of Onnit’s supplements for banned substances. The BSCG conducts thorough “science-first” testing to check for the presence of 483 drugs, including 272 of those on the World Anti-Doping Agency’s prohibited list.
The Onnit website provides “clinical studies” as evidence that Alpha BRAIN, New Mood and Total Strength + Performance (pre-workout) do what they are supposed to do. The study for Alpha BRAIN (focusing on 18-35 year olds) suggests the nootropic boosts verbal recall by an average of 12% and speeds up completion of executive-function tests by 21%.
The Onnit Pro Team is the brand’s endorsement program, which includes sportspeople, entrepreneurs and celebrities. Alongside Rogan, Onnit Pro Team members include – or have included - Tyron Woodley (long-time UFC Welterweight Champion), Gary Vaynerchuk (entrepreneur), Ken Block (professional rally driver), and Mark-Paul Gosselaar (actor – “Saved by the Bell”).